DuJour Fashion, a new lingerie storefront, debuts in Palmer

PALMER — Boots and corsets and gloves, oh my: DuJour Fashion is the newest, and only, lingerie storefront in the Valley.

DuJour owner Kendra Nugent said she originally jumped into the retail business thinking she’d be selling mostly Halloween costumes over the Internet.

Her previous location, in the Bailey building on South Bailey Street in Palmer, was set up for that. It had space, but not a good storefront for attracting customers.

“After talking with the community, being at the fair – I have a fair booth every year – I got the feeling there was more of a need for a brick-and-mortar type store,” Nugent said. “I absolutely love Palmer. Palmer’s got a more community feel.”

DuJour Fashion’s new location on South Alaska Street, tucked in the same building as the Palmer Downtown Deli, provides a better vantage point from which to flash a peek at the glam goods inside.

But the merchandising placement is also discreet. Pretty decorations grace the storefront window. Lacy items are hung throughout the main room, and racier items are placed on the back wall or in the back room.

A former elementary school teacher, Nugent said she picked up an opportunity a couple years ago to purchase some Halloween costume inventory from a local business owner. Over time, she said, she built up her inventory, until it evolved into a lingerie boutique.

Nugent said it’s important to her that DuJour Fashion carries quality brands, but keeps the pricing modest.

In addition to lingerie and adult costumes, DuJour Fashion also carries Wood, a men’s line of underwear and pajamas that is super-soft, and DeBlossom, a line of high-heel dress shoes. Along with the costumes in the back room, there are plenty of fun multi-colored fashion wigs, along with a sizable collection of tights and gloves.

And for those anticipating the Valentine’s holiday, DuJour carries a selection of heart-themed lingerie as well – to say nothing of plenty of items that are silky, soft and pink.

Nugent said she’s looking forward to bringing in more products to the store in the near future.

“I’m hoping to expand greatly,” Nugent said. “I’m hoping to add formal wear, and whatever else it seems the community wants.”

DuJour Fashion (550 South Alaska St., Palmer) is open Tuesdays through Saturdays, noon – 6:30 p.m. For more information, go to www.dujourlingerie.com, or www.facebook.com/duJourak.

Contact reporter Mary Lockman at mary.lockman@frontiersman.com or 352-2266.